Improving digital channels for better customer relations

UX review and optimization of the website

"Human Interface Group came up with hands-on propositions and enabled us to set up quick-win solutions. Since then, and in spite of a difficult economical context, we noticed an upward trend of unique visitors and Homebanking connections. Moreover, we received positive feedback from several companies specialized in web campaigns."

Catherine Chanudet, Marketing Manager

The challenge

How do you then convince potential customers via your digital channels of your trustworthiness and competence, especially when you handle people’s money? How do you avoid that customers get lost?

The result

We pinpointed the elements that needed to be improved and visualized them in new mockups so that Buy Way could immediately start making changes.

2015

Project based

Approach

UX review

Customer insights

Mockups

Buy Way delivers personal finance solutions such as credit cards and consumer loans. These solutions are distributed mainly by Buy Way’s partners, amongst which are some of the largest commercial chains in Belgium and Luxemburg.

Buy Way currently has over 500,000 active clients, but until recently, its online channels were not performing well enough in terms of attracting new clients and keeping customers active. Not enough visits on the website resulted in buying a finance solution. And clients did not visit the Homebanking often enough.

When we talked to customers about how they became clients and about their experience with the website and Homebanking, two main points immediately became clear:

Customers don’t know who they are dealing with

Customers easily get lost

Image of the homepage before the review

We translated the two major issues into clear design principles: Earn people’s trust and Guide the user.

With these design principles and supported by the feedback from customers, we pinpointed the elements that needed to be improved and visualized them in new mockups.

Recommendation for the new homepage

With these ideas, Buy Way immediately started making changes to its website and the application form!

"Human Interface Group came up with hands-on propositions and enabled us to set up quick-win solutions. Since then, and in spite of a difficult economical context, we noticed an upward trend of unique visitors and Homebanking connections. Moreover, we received positive feedback from several companies specialized in web campaigns."

Catherine Chanudet, Marketing Manager

The challenge

How do you then convince potential customers via your digital channels of your trustworthiness and competence, especially when you handle people’s money? How do you avoid that customers get lost?

The result

We pinpointed the elements that needed to be improved and visualized them in new mockups so that Buy Way could immediately start making changes.